ITV, Vodafone’s ReBoxing Day partnership

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In a bid to take Boxing Day back to its origins as a day of charitable giving, Vodafone is partnering with ITV this holiday season to rebrand Boxing Day as ‘Reboxing Day’.

The partnership, which feeds into Vodafone’s ‘everyone.connected’ initiative, will launch on ITV on December 10th and is fronted by Radio Host & TV Presenter Roman Kemp.

ITV Creative has developed a series of co-branded 30” TV Commercials, 10” reminders, and bespoke social-first videos that will see Roman encouraging the nation to give ‘The Gift of Connection’ and rebox pre-loved phones, tablets, or laptops for redistribution to digitally disconnected young people and families via Vodafone’s Great British Tech Appeal.

The campaign will reach its crescendo on 26 December taking in ITV’s main TV channel and the ITV hub, rebranding the day as Reboxing Day in partnership with ITV.

Carat and The Story Lab were the creative authors of the idea and brokered the partnership on behalf of Vodafone.

Maria Koutsoudakis, Brand & Marketing Director, Vodafone UK, said: “This Christmas campaign follows Vodafone’s commitment to connect one million people living in digital poverty by the end of 2022. ITV are the perfect partner for everyone.connected because they have the talent and the clout to create real conversation and galvanise the nation to act.”

Julie Vitalis, Partner at The Story Lab, said: “We’re incredibly proud to help Vodafone on their mission to end digital poverty. Reboxing Day is all about giving the gift of connectivity, with our daily lives becoming increasingly more digitised, this is the perfect time to encourage the Nation to donate their pre-loved devices.”

ITV director of creative and digital partnerships Bhavit Chandrani, said: “Much of our audience relies on phones, laptops and tablets, so we are proud to be working in partnership with Vodafone and The Story Lab on a fantastic campaign like this that shows viewers how they can help people who are digitally disconnected.”

Roman Kemp, said: “Most of us take for granted the ability to connect to one another. The role that devices and connectivity play in all our lives is huge; facilitating everyday tasks such as working, education and simply staying connected with friends and family. I definitely underestimated the number of people up and down the country living without the devices and connectivity they need. This Christmas I would urge everyone to search through their drawers and donate their old devices. I’ve made my pledge to donate and it’s a great feeling knowing that soon my unused phone could be making a difference to someone’s life.”

Mehul Ashra, Head of Strategy, Carat UK, said: “Christmas is such an important time for brands, and it is increasingly becoming difficult to stand out. This year it is our ambition to make a real difference by creating a cultural moment. What better way to get the Nation to donate than to reclaim a day that has historically been about charitable giving.”

Vodafone has committed to connect one million people living without access to the internet by the end of 2022. Since its launch in May, their ‘everyone.connected’ initiative has already helped around 80,000 people across the UK.


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